Review of “Hispanic Marketing: The evolution of the Latino consumer” by Felipe Korzenny, Sindy Chapa, and Betty Ann Korzenny

Abstract

This review examines the fourth edition of Hispanic Marketing: The Evolution of the Latino Consumer, authored by Dr. Felipe Korzenny, Dr. Sindy Chapa, and Dr. Betty Ann Korzenny. The book provides a comprehensive exploration of Hispanic consumer behavior in the United States, bridging cultural theory with practical marketing applications. It traces the historical development of Hispanic marketing, integrates contemporary topics such as influencer marketing and artificial intelligence, and offers real-world case studies that connect theory to practice. This review highlights the book’s relevance for students, academics, and practitioners, underscoring its role as an authoritative resource in multicultural marketing.